B2B PERFORMANCE
SUCCESS STORY
ORIGIN DELIVERS 256% LIFT IN WEBSITE ENGAGEMENT FOR PREMIUM WORKWEAR BRAND
Brief
Enhance the creatives provided by the brand with Origin-produced dynamic overlays (Aperture) and manage the client's media spend across a 10 month CTV campaign.
Objectives
Increase awareness among B2B decision makers | Inspire a need to visit the site in order to learn more and reach out to the brand.
Creative Strategy
Origin's in-house studio enhanced the brand’s existing CTV creative with dynamic creative overlays that surfaced key messaging around quality, durability, heritage, and the business advantage of equipping teams properly. Rather than distracting audience from the core ad, the addition of this meticulously designed dynamic layer gave it more relevance in the moment - and helped the spot say more without asking the viewer to work harder.
Explaining Origin's dynamic overlay solution
DISTRIBUTION
This CTV campaign was distributed nationwide across Origin's curated portfolio of CTV media partners that we work with on an exclusively direct basis.
TARGETING
The targeting strategy focused on two key audiences:
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Business decision makers at companies with 100+ employees.
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Next responders, specifically specializing in transportation, communications and utilities.
FLIGHT DATES
9/4/2025
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5/31/2026
TOTAL IMPRESSIONS SERVED
4.75m
UNIQUE CTV HOUSEHOLDS
3.4m
AVERAGE HH FREQUENCY
1.5x
RESULTS
measured by
To measure the impact of the Origin enhanced creative, Claritas used a 30-day lookback window to compare website visitation among viewers exposed to the Origin-enhanced CTV unit against those exposed to the same base ad without Origin’s dynamic creative layer. This allowed Claritas to isolate the incremental lift driven by Origin.
Engagements
56,292
All measured site visits from households exposed to the campaign.
Incremental visits
37,720
The visits Claritas attributed to ad exposure, beyond expected baseline activity.
Incrementality Rate
67.0%
The share of measured engagements classified as incremental.
Lift
256.5%
Exposed households visited at a higher rate than the control group.
Time to visit from exposure to landing on site
0 - 5 days
19.8%
5 - 10 days
10-15 days
15-20 days
20-25 days
18.1%
17.2%
15.6%
14.3%
25-30 days
14.9%
Claritas showed a median time-to-visit of 13.4 days after exposure, with response distributed across the full 30-day lookback window. Nearly 20% of measured visits happened within the first five days, but meaningful activity continued well beyond that initial window.
Sessions grouped by IP with a 30-minute inactivity gap
Additional Standout Statistics
Attention
measured by
TVision reported that the Origin-enhanced units drove a 62.5% increase in attention among adults aged 35-44 and a 48.5% lift among males overall. These results demonstrate the importance and subsequent value that can be gained from the custom production of creative enhancements, as opposed to using simple templates.
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While other overlay solutions compete for attention with the core creative, Origin's approach is to layer an additional reason to pay attention, as opposed to creating an alternative.
In Summary
This campaign showed how enhanced CTV creative can turn a strong brand message into measurable audience action. By adding Origin’s dynamic creative overlays to the existing CTV ad, the campaign gave business decision-makers clearer reasons to engage, while preserving the strength and integrity of the original creative.
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Measured by Claritas and TVision, the results pointed in the same direction: stronger attention, meaningful incremental site visitation, and clear evidence that the creative layer helped drive response beyond the impression itself.
For B2B retail brands, the takeaway is simple: CTV can do more than build awareness. With the right creative enhancement, it can help move high-value audiences from recognition to action.
About Origin
Origin is a creative tailor for brands and agencies looking to transform conventional CTV campaigns into personally relevant, emotionally resonant moments at the household level.
Blending human expertise with real-time data signals and objective-led logic models, Origin’s creative technology layers dynamic, audience-specific narratives into a single brand ad - tailoring the message based on the household, the context, and the moment. The result is proven lifts in engagement, intent, and ROAS that consistently outperform category benchmarks.